The mobile mission

However, in focusing on the need to come up with the next iPhone killer app or technological breakthrough, the article missed a key point. In the race to retain customers and drive higher average revenues, the real issue lies with the ability to offer a superior service. It is this that makes the real difference in terms of creating a truly relevant, differentiated and profitable positioning.

As Mia de Kuijper points out in her forthcoming book Profit Power Economics, the UK merger of Orange and T-Mobile is a result of their realisation that the opportunities to drive sustainable profitability do not lie within their network systems.

As she puts it: “The value lies with managing your relationships with your customers and that is where you should put your efforts.”

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